IKEA: Pre-loved labels

IKEA, a home furnishing brand, launched a campaign in the UK to drive positive perception, and raise awareness of the 'pre-loved labels' initiative.

In Brief

Humanising the circular economy for IKEA using "pre-loved labels" had a massive impact on their brand.

In all, we delivered over 650 pieces of coverage globally, 75% across key UK titles, with the campaign reaching 27 million consumers in the UK with a frequency of 2.5.

Post-campaign research showed that, amongst IKEA's target audience of existing and lapsed customers, positive perceptions of IKEA's environmental credentials increased six percentage points; perceptions of "quality" rose five percentage points while overall "brand favourability" rose six points.

Objectives

We needed to support IKEA's long-term, global environmental commitment to inspiring and enabling consumers...

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